Beauty vlogger James Charles’ feud with former mentor Tati Brooks might just have cost him almost 3 Million subscribers over the weekend – and counting!
And Newsweek reports even some of his celebrity followers have clicked that unfollow button – like Miley Cyrus, Kylie Jenner, Katy Perry, Demi Lovato, Tana Mongeau and Shawn Mendes.
Tati and James, both popular bloggers in the beauty community, used close friends from way back when James was just starting out on YouTube. Tati, who’s been in the game longer, even became sort of like a mentor to James.
Back in April, James posted a video on his Instagram Story promoting hair and sleep vitamins from Sugar Bear Hair.
Tati, who also owns hair supplement company Halo Beauty, went on Instagram Story. “Through this whole journey in YouTube, I feel like have been someone who’s been super supportive to my friends,” a teary-eyed Tati said at the time. “When you do so much for people in your life and they not only don’t return the favor, but they just don’t even see you… I feel really used.”
James apologized to Tati in a video post on Instagram stories.
“I want to publicly apologize to my close friend, Tati,” he began. “She has been like a mother to me since my first days in this industry and has given me more love, support, resources and advice than I could ever ask for.”
“This weekend I did an Instagram story for sleep vitamins that I’ve been taking because the brand helped me with security when the crowd around me at Coachella became unsafe. I did not accept any money from this post,” he continued. “Tati has a vitamin brand which I take on a daily basis, but in the moment, I did not think about the competition.”
He concluded: “I’ve supported Tati both online and off like she has done for me and am devastated that I hurt someone that I truly love and have endless respect for.”
Then, on Friday (May 10), long time beauty vlogger Tati Westbrook, went on YouTube to give her lowdown on the drama and officially cut ties with the 19-year-old beauty guru.
In an almost-45-minute video titled “Bye Sister,” Tati claimed that James had been spreading unflattering lies about her, accused him of selling her out after her years of investment in building his YouTube presence, and criticized his off-camera behavior.
“I know [James] has a way of getting what he wants,” Tati said in the video. “There’s so much going on with James Charles right now that I do not support, that I do not agree with.”
“Fame, power and a fat bank account will change almost anyone,” she added. “If you don’t have people that will tell you to your face that you are doing the wrong things, you will change.”
“I tried to be that person for you, James. I really tried,” she continued. “I don’t think there’s any getting through to you and I don’t want to be friends with you, I don’t want to be associated with you and I need to say that very publicly so that chapter can be closed.”
About seven hours after Tati posted her video, James also went on YouTube to post an eight-minute apology video.
“In regards to the Coachella situation … no matter what I say or do, there are always going to be people that don’t believe me and will think that I’m lying–and that’s OK,” he concluded. “At this point, the truth really does not matter, it’s the feelings that do. No matter what happened, I hurt two very important people. They’ve been really loyal to me and I betrayed that.”